This case study can be used as a stand-alone case or in conjunction with INSEAD case study Mimijumi". Frank Drummond the protagonist is a qualified medical doctor with vast experience in the healthcare sector. He leaves his native US to study for an MBA. Case A describes his first venture into product development.

This case describes the challenges faced by the cosmetics division of a large corporation when determining the set of products to develop in 2004. The key players involved are the centralized R&D center and the decentralized brands. The case provides data to estimate the utilization rate of the R and D center.

This case describes how IDEO adapt its famed innovation process (developed to design new products) to the particularities of services and their design. The case series describes four service design projects to show how IDEO has developed and codified a series of design methods, which constitute a toolbox from which teams can pick and choose depending on the innovation project.

This case describes the challenges faced by the cosmetics division of a large corporation when determining the set of products to develop in 2004. The key players involved are the centralized R&D center and the decentralized brands. The case provides data to estimate the utilization rate of the R and D center.

This case describes how IDEO adapt its famed innovation process (developed to design new products) to the particularities of services and their design. The case series describes four service design projects to show how IDEO has developed and codified a series of design methods, which constitute a toolbox from which teams can pick and choose depending on the innovation project.

This case describes a fictitious situation in which a product development team needs to interact iteratively to develop a bottle to package a new beverage. It discusses information exchanges between the bottle designer, the marketing analyst, and the brand manager, and how they use a novel collaboration tool for coordination.